HERE, a company specializing in location services, found that more men were using their navigational app than women, despite their products being aimed at both men and women. Why was that? And what could they do about it? HERE decided to investigate - and worked together with Pulsar's research team to get to the root of the problem, and identify ways to overcome this discrepancy. This case study shows how you can use social media research as a powerful tool to inform new domains of innovation and product development: by using social media to investigate gender differences at a mass scale, as well as a source of vivid, emotive expressions of customer needs, the team combined this with focus groups to get convincing results. This research has been shortlisted for the MRS Awards 2016, Social Media category. Please fill in the form below to download your free copy and read how you could be using social media research to your advantage.
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